Research On The Image Communication Of State-owned Enterprises Based On Social Media Platform

With the development of Internet technology,the current media form is constantly updated and changed.The advent of the social media communication era has expanded the empowerment of “everyone has a microphone”,and the pan-media practice of various communication subjects has been deepened,as well as opportunities and challenges.Non-professional pan-media communication,especially corporate media communication as the main part.The news dissemination work of state-owned enterprises is diachronic and continuous.How will the level of communication affect the corporate image and national image? In the new media environment,it is necessary to continuously improve the level and ability of state-owned enterprises.The spread of state-owned enterprises is faced with the dilemma of selective attention to the effect of communication under the media environment of information flooding.This paper will analyze the status quo of social media practice and audience perception,and use relevant knowledge of communication and brand communication to analyze The status quo of social media image dissemination is evaluated to provide useful lessons for the application of pan-media applications.Based on the theory of the audience’s selectivity,the persuasive effect of communication,and the integration of brand communication,the author adopts a phased sampling method that collects5 days in a 10-day cycle based on long-term observation and related research literature.Randomly selected the official microblog of China Southern Power Grid and WeChat@南网50Hz during the period from May 1,2017 to April 30,2018.During the period,there were important events such as typhoon,National Day,and the party’s 19th National Congress.There is research representativeness;in addition,the author also analyzes the spread of social media in hot spot events.The analysis of the text content of the Southern Power Grid social media@南网50Hz found that the normalized information dissemination and the hot spot of the hot event are the information release rules of the social media of the South Network;the diversified communication theme and the flexible and fun form of communication allow the enterprise The image is multi-dimensional;the planning consciousness of its fine news accurately grasps the dissemination scale of potential sensation events,enhances the connotation of corporate brand image and the ability to cope with crisis.But at the same time,there are still many shortcomings:firstly,the dissemination nodes of the hot events are not captured and spread;secondly,in terms of the effect of communication,the image of positive energy spreads strongly in self-expression,deepening the stereotypes already existing by the audience;Most of the content topics are job information,policies,and corporate achievement promotion.The copy is poor and does not meet the user information needs.This study has a deep understanding of the details of these communication operations through content analysis,which is beneficial to some extent to understand the status quo of state-owned enterprises’image communication on social media platforms.Based on the content analysis,the author conducted an in-depth interview with the staff of the Information Center of the Guangzhou Power Supply Bureau to understand the status quo,communication strategies and communication effects of the news communication work of the power supply enterprises,and the interview results were carried through the content analysis process;At the same time,the author sent the private letter to@南网50Hz fans,interviewed China Southern Power Grid and other state-owned enterprise employees,25 people in general electricity use.Interviews on issues such as“focus on motivation”,“subjects of interest(topics)”,“contact and evaluation of social media communication among state-owned enterprises”,and“cognition of image of state-owned enterprises such as China Southern Power Grid”.The results of in-depth interviews show that different ages and educational levels have different preferences for information dissemination,and less attention is paid to social media communication of state-owned enterprises.Social media communication is more lively and more grounded,but the propaganda feature of“I am the main one”is obvious;the audience is more concerned about the dynamic information of social media communication in state-owned enterprises.The stimulating factor of sharing and forwarding mainly depends on whether it benefits;the crisis public relations response of state-owned enterprises The ability is greatly improved,but the image of positive energy needs to grasp the sensation,plus Interaction with the audience.According to the research findings,the author puts forward the following suggestions: the image communication of social media of state-owned enterprises should get rid of the old framework of organizational communication and deepen the interaction with users;the choice of information by the audience is determined according to the demand,and the image communication of state-owned enterprises using social media should actively create enterprises.The communication concept shared with the audience value,thus enhancing the brand influence;the mechanism of social media communication of state-owned enterprises needs to move toward the direction of integrated brand communication,strengthen the integration of the mother and the sub-number,and enhance the integrity of the corporate image.Based on the characteristics of social media interaction,relationship attributes and entertainment attributes,this study follows the logic of social media operation content and audience understanding in the research process,which fully confirms the limited effect of social media in the practice of pan-media.On the other hand,this study re-examines the relevant theories of “ audience selectivity theory ”,“ persuasion effect theory ” and “ integrated brand communication” in traditional communication studies,and examines whether these theories have changed in the rapidly changing new media era.Change,what inspired these theories in promoting the practice in the pan-media environment.